■ Characteristics of 360 Search, China’s 2nd Largest Search Engine
This time we are going to talk about paid search on China’s 360 Search, which is the engine that holds the 2nd largest share of the search market in China, after Baidu. For most of the world, it’s Google AdWords. In Japan, where we are located, the search market is divided roughly evenly between Google AdWords and Yahoo! Japan. For China, it’s Baidu, then 360 Search.
When expanding into China, many people consider Baidu first for their paid search advertising. But in fact, 360 Search’s features, such as its admin screen and settings, are very similar to Google AdWords’, which means it makes it a lot easier to understand and manage than Baidu. 360 Search allows for not only search ads, but display ads as well, so popular display remarketing is also an option. It even features dynamic remarketing functions as well, so in many ways it imitates Google AdWords and is a very approachable engine to start marketing online in China.